HTC getting serious, unveils 'Change' marketing campaign starring Robert Downey Jr.

HTC has just unveiled a new marketing campaign that will feature a series of YouTube, cinema and TV spots starring actor Robert Downey Jr. Called 'Change', the new brand platform is a long-term investment for the troubled Taiwanese manufacturer that will try to get people interested and talking about HTC.

Following the just published 15-second teaser (that makes two of those), a complete, 2-minute spot will air on YouTube on August 15. TV and cinema commercials are scheduled to hit the screens immediately afterwards, so it looks like it'll be pretty hard to miss HTC's marketing message this summer.

After a brutal sales slump that has continued for years, HTC seems convinced that the problem isn't really in the products themselves, but rather - the lack of media presence. Meanwhile, the company's biggest rival, Samsung, has been pouring tons of marketing dollars over its mobile devices, and those investments have obviously produced the results the Korean company has been looking for. With the 'Change' brand platform, HTC will be trying to counter this.

Holiday special: Iconic Phones is now 10% off!

Our new coffee table book, Iconic Phones, is a stunning visual tribute to the legends in the world of phones, featuring exclusive high-resolution photography, stories, quotes and fun trivia. Save 10% by using this code at checkout: XMAS10. Offer lasts until 1 January 2026.

Shop Now